Factors influencing buying of Ayurvedic products

Xi'an Shiyou Daxue Xuebao (Ziran Kexue Ban)/
Journal of Xi'an Shiyou University, Natural Sciences Edition

ISSN:1673-064X
E-Publication: Online Open Access
doi: https://doicatalog.org/19.4101/jxsu.v64i6.1985
FACTORS INFLUENCING CONSUMERS’ BUYING BEHAVIOURS

TOWARDS AYURVEDIC PRODUCTS: A CASE STUDY OF
PATANJALI PRODUCTS
Achut P. Pednekar 1and Jayesh B. Mayekar 2

1
Associate Professor, Department of Commerce, Dnyanprassarak Mandal’s College and Research
Centre, Assagao, Bardez – Goa Email: atchutpednekar@yahoo.com
2
Assistant Professor, Department of Commerce, Dnyanprassarak Mandal’s College and Research
Centre, Assagao, Bardez – Goa Email:jayeshmkr6@gmail.com
ABSTRACT
The Indian economy has been spearheading the global supply chain of merchandise
across several continents. The exigencies of the universal healthcare market
catering to varied needs of economies have been met by several types of healthcare
products. More recently we have witnessed a paradigm shift from allopathic
medicine to ayurvedic medicine owing to its varied benefits and growing curiosity
and consciousness of the global market for these products. AYURVEDA – is the
Sanskrit word that derived from two synonyms, “Ayur” which means “life” and “Veda”
which means knowledge. Ayurveda originated in India centuries year ago but has
been distinct in approach to the global population due to varied reasons but has
been always around. Ayurvedic therapies are based on the complex compound of
herbs, minerals, and metals. India’s domestic market is a huge customer base for
many products. Attraction towards India’s market by the various businessmen mainly
due to favorable population. Among all FMCG companies in India Patanjali company
is the fastest-growing companies. The article focuses on the various factors that
influence the consumers' buying behavior towards the purchase of ayurvedic
products. Research data was collected using a primary survey of 500 respondents.
Descriptive statistics, Chi-square, Garrett ranking methods, correlation and
regression analysis statistical tools used in the paper, and it is concluded that
Reasonable price, trust, ayurvedic products are the main factors that have attracted
the consumers more to purchase the Patanjali ayurvedic products. Most of the
consumers are happy and satisfied with the Patanjali ayurvedic products
Keywords: Consumers’, Ayurvedic products, Consumer behaviour, Fast Moving

Consumer Goods.
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1. INTRODUCTION
AYURVEDA –is the Sanskrit word that derived from two synonyms, “Ayur” which
means “life” and “Veda” which means knowledge. When logic is systematically
arranged with “knowledge” it becomes science. That is why Ayurveda is also known
as the science of life. Its roots are penetrated in the ancient Vedic literature
consisting of physique, mind, and spirit. Being 5000 years old Ayurveda is widely
used even today. It focuses on prevention is better than cure and natural power to
cure an illness. The practice of Ayurveda dates to the Vedic period and has
experienced prosperity as these Vedas taught and shared Vedic lessons since
civilization. During the 20th century, Ayurveda started its journey towards the west
with the gaining popularity of yoga and spiritualism. The Sanskrit word for health is
“Swastha” which means a state of perfect harmony between mind, soul, and the
entire human body. Even though this goal is quite difficult to achieve, through
Ayurveda one can achieve perfect health. Ayurveda is founded on the basic five
elements of nature. They are earth, water, fire, air, and ether (space). It is found that
in all substances these five elements appear. The classical Ayurveda started its
journey from the transfer of medical knowledge from Gods to sages and human
physicians. Over the years Ayurvedic therapies have changed. Ayurvedic therapies
are based on a complex compound of herbs, minerals, and metals.
Patanjali Ayurved Ltd. is an Indian Fast Moving consumer goods company with its
manufacturing plant located in Haridwar and the head office is in Delhi. Patanjali
company manufactures minerals and herbal products and imports most herbs in
India from the Himalayas of Nepal. All over India Patanjali have almost 50
manufacturing units set up. Baba Ramdev and Acharya Balkrishna established the
Patanjali Ayurved Limited in 2006. Its objective was to harmonize the science of
Ayurveda and coordinate with the latest technology and ancient wisdom. It
manufactures over 300 medicines for treating diseases and adverse body conditions.
Ramdev baba was born on 25th December 1965 as Ramkishen Yadav. He is an
Indian yoga guru and co-founder of Patanjali Ayurveda ltd and also he is famous for
his Ayurvedic work, Agriculture, Business, and Political Issues. Ramdev baba was
born in Haryana at Hazaribag Ali Saiyadpur village of Mahendragarh district. His
parents Ram Niwas Yadav and Gulabo Devi were farmers. When he was just 2 1/2
years old he became paralyzed and was later restored (cure) his health by doing
regular yoga.
After the second world war, a lot of changes have taken place and among them,
even the behavior of consumer has changed, earlier the market was a seller’s
monopoly and now after the change, the buyers were given more importance in the
market. Buyers were not given importance in the market by the seller and even the
manufacturer is to produce the product as per their expectation and as now the
consumer is treated like a god, so every manufacturer considers the consumer
behavior before they produce the products. This led to swing the attention of
manufacturer to consumer from the product and now especially they keep the eye on
consumer behavior before they produce the products. Consumer behavior means
the individual consumer who chooses, purchase, use of ideas, goods, and services
that satisfied the individual needs and wants. Marketers want to understand the
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behavior of consumers because it provides an idea to them why customers will

purchase specific goods or services also it helps which products are most demanded
and how the product will attract the consumers to purchase those products.
According to Engel, Blackwell, and Mansard, “Consumer Behaviour is the actions
and decision processes of people who purchase goods and services for personal
consumption”.
2. REVIEW OF LITERATURE
Vishnu P.M., et al. (2019) study conclude that customers are mostly satisfied with
the price and the quality of Patanjali products that lead to an increase in brand
loyalty. P. Sivaranjani (2019) result concludes that most of the consumers are
preferring the Himalaya branded ayurvedic products. Marital status as a factor has a
positive influence on the customers' satisfaction whereas age and gender factor
does not have any impact on the customers' satisfaction.
Suganya R, et al. (2018) A study on brand awareness towards selected ayurvedic
healthcare products. Result concludes that most of the customers are not changing
their brands, but sometimes they changed their brand due to doctor advice and a
hike in price. P. Anitha, et al. (2018) Consumer satisfaction on Patanjali products.
The research result revealed that the maximum consumers are highly satisfied with
the Patanjali products, and the variables namely marital status, the period of usage,
the amount spent, and suggestion to purchase are associated with the customers
satisfaction level towards Patanjali products.
Suganya R, et al. (2017) In their research article customer buying behavior of
selected ayurvedic healthcare products. The researcher revealed that the
respondents prefer an ayurvedic product with a specific brand because of the
chemical-free and quality of the products. The customer buying a variety of
ayurvedic healthcare products that satisfy their wants.
P. Rajeswari, et al., G. Gurusanthosini, et al. & O. Sangeetha (2017) result indicate
that the different factors influencing the buying behaviors of consumers towards
Patanjali ayurvedic in personal care products. Most people prefer Patanjali herbal
products due to its price, quality and quantity and they are satisfied towards the
products. K. S. Kavitha, et al. (2017) A study on customer satisfaction towards
Herbal products. The result shows that herbs are one of the oldest, and widely
accepted herbal products. Consumers should be educated and make aware about
herbal products. Herbal products help to maintain the consumer good health.
P. Sekar (2017) result revealed that there is no association between the
demographic factors and the reason for selecting the Himalaya ayurvedic products
whereas marital status and occupational status has a significant relationship with the
reasons for selecting the Himalaya ayurvedic products.
Chandiraleka E, et al. (2016) Customer awareness and satisfaction of selected
ayurvedic & herbal products A study. Ayurvedic products are accepted by the
consumers due to reasonable price and cost-effective. Customers are highly
satisfied with the quality and price of the products. Pujari Neelkanth M, et al. (2015)
has conducted a study on Indian consumer’s buying behavior and perception of
herbal Drugs. Results revealed that most people are using herbal products and also
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had a strong belief in herbal medication. Chiew shi wee (2014) Consumer
perception, purchase intention, and actual purchase behaviour of organic food
products. Finding of the study that factor such as safety, health, and environmentally
friendly and animal welfare has a positive influence on purchase intention. Quality
constructs have no significant effect on purchase intention.
3. STATEMENT OF THE PROBLEM
Nowadays consumers' position plays a vital role in this competitive market, they are
either an individual or a group of peoples that decide what they need to purchase or
not to purchase from this competitive market as in Infront them a lot of varieties of
products are available. The manufacturer/ producer must understand the consumer
behaviour as well as which products will be most demanded.
Earlier consumers were using allopathic products and suffered from a lot of side
effects, due to that in today’s scenario ayurvedic products have given more
importance by the consumers. The existing review of the literature shows that only a
few factors were studied regarding the ayurvedic products, so the researcher wants
to study the various factors that have influence the consumers to purchase the
ayurvedic products and the consumer satisfaction towards ayurvedic products.
4. OBJECTIVES OF THE STUDY
1. To study the impact of demographic profile on purchase of ayurvedic products.

2. To study the sources of awareness towards ayurvedic products.
3. To examine the factors influence to purchase the ayurvedic products.
4. To study the level of customer satisfaction towards ayurvedic products.
5. HYPOTHESIS OF THE STUDY
1. To study the impact of demographic profile on purchase of ayurvedic

products.
H0: There is no association between the demographic profile of the
respondents and the level of customer satisfaction.
H0: Income does not have a significant impact on spending power.
H0: There is no significant association between gender and the period of using
Patanjali products.
2. To study the sources of awareness towards ayurvedic products.
H0: Customer Satisfaction does not depend on the source of information.
3. To examine the factors influence to purchase the ayurvedic products.
H0: There is no relationship between the various factors influencing the
purchase of ayurvedic products.
4. To study the level of customer satisfaction towards ayurvedic products.
H0: There is no significant influence of Reasonable Price on Customer
Satisfaction.
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6. SIGNIFICANCE OF THE STUDY
Consumer behaviour refers to the decision process undertaken by the consumer

concerning the purchase of products. Several factors are affecting the purchase
behaviour of consumers. The health of the individual is the most important part that
has an impact on the decision taken to purchase goods. Recently there is a rise of
Patanjali Ayurvedic products in the market as it has penetrated the business industry
through the sale of several herbals and Fast-Moving Consumer Goods (FMCG)
products. This stems from the fact that Patanjali has adopted a penetration pricing
strategy by selling the products at a lower price as compared to its rivals in the
market. The Patanjali Ayurvedic Limited company has been heavily advertised
through the massive use of social media such as Facebook, YouTube, etc. because
of the massive promotion Patanjali has garnered a lot of customer attraction.
Modern days consumers choose those products that are detrimental to their health.
Patanjali has been creating awareness among the common people regarding the
benefits of using ayurvedic/herbal products as opposed to others that have probable
side effects. Because of the above, it would be interesting to study the factors that
influence consumer purchase behaviour concerning Patanjali products and customer
satisfaction.
7. RESEARCH METHODOLOGY
Research helps the researcher to collect the data and analyze it in the proper way to
understand the selected topic thoroughly. Research methodologies provide the
summary that helps to achieve the objectives. To collect the data Qualitative and
Quantitative research methods were used, the framed hypothesis was tested with
statistical significance level using quantitative research methods.
The data has been collected through a primary and secondary source, primary data
collected through a structured questionnaire from Bardez Taluka (North Goa). The
data were collected from the 500 respondents through a random sampling method,
the questionnaires were prepared in the google form and send through WhatsApp
and mail. In the questionnaire customer demographic profile is also the part and
other questions of factors are rated on concern measurement of scale where ratting
represents 1 “Strongly Disagree” and 5 “Strongly Agree”. Cronbach’s alpha was
used to check the reliability of the data. Chi-square, Garrett Ranking, ANOVA,
Correlation, and Regression statistical tools were utilized. Data entry, decoding of
data, and analysis were done from IBM SPSS 25.
8. DATA ANALYSIS AND INTERPRETATION
8. 1 RELIABILITY TEST
Reliability test is carried out once the researcher collects the data through primary
source and to check the data that has collected has consistency. The reliability of the
questionnaire is checked by Cronbach’s Alpha (Cronbach, 1984). This test is used
based on the various variable used in the questionnaires. After running the reliability
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test result found that Cronbach’s Alpha is 0.892 (shown in table 1) that means
collected data is 89.20% valid and reliable and that data is above the standard
Cronbach’s Alpha of 0.7 (Sekaran 2000). Thus, this proves that the data collected
from the structured questionnaires are reliable.
Table No. 1. Reliability Test
Cronbach's
Alpha N of Items
.892 28
Source: compile from primary data through SPSS
8. 2 DEMOGRAPHIC DETAILS
Table No. 2: Demographic Profile of the Respondents
Demographic Variables Percentage
Below 20 years 19.6
21 - 40 Years 54.2
Age
41 - 60 years 21.8
Above 60 Years 4.4
Male 36.4
Gender
Female 63.6
Urban 36.8
Locality
Rural 63.2
Student 25.6
Business 11.8
Professional 16.0
Occupation
Government Employee 11.8
Housewife 27.2
Private employee 7.6
Married 53.0
Marital status
Unmarried 47.0
< `25,000 40.8
`25001 - `50000 12.8
Income `50001 - `75000 16.0
`75001 - `100000 14.2
> `100000 16.2
Magazines 2.6
Television 32.6
Add in print media 14.0
Source Friends and Relatives 15.8
Colleagues 6.0
Social Media 13.4
Advertisement 15.6
Source: compile from primary data
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Out of 500 respondents, the majority (54.2%) belong to the age group of 21-40 years
as this youngster is watching the advertisement on the television and they are the
targeted consumers to purchase the natural healthcare products. 21.8% of the
respondents from age group of 41- 60 years. 19.6% of respondents were below 20
years and the remaining 4.4% respondents belonged to the age group of above 61
years. 63.6% of respondents were female whereas 36.4% were male using the
Patanjali ayurvedic products. 63.2% of respondents using the ayurvedic products are
from rural areas and 36.2% are from urban areas. The maximum respondents were
belonging to the housewife with the share of 27.2% and the remaining 78.2%
included students, businessmen, professional, Govt. employees, and private
employees. Most of the respondents (53.0%) are married those are preferring
ayurvedic products due to less side effects. 40.8% respondent’s income less than
`25,000, 16.2% respondents have income more than `1,00,000, 43% of the
respondent’s income in the range of `25,001 - `50,000, `50,001 - `75,000 and
`75,001 - `1,00,000. Television act as an important source of information that helps
the respondents to get the required information about the products and due to that
maximum respondent (32.6%), the source of information is television followed by
friends & relatives, advertisement, print media, social media, and colleagues.
8. 3 GARETT RANKING ANALYSIS
Garett Ranking method was used to identify the major factor that influences the
consumers to purchase the Ayurvedic products. Respondents have been told to give
the rank to the individual factor and based on the formula result has been found out.
Table No. 3: Garett Ranking Method
Sr. Factors Garrett Percentage Rank
No. Score
1 Information Availability 20737 41.47 8th
2 Quality 21812 43.62 4th
3 Ayurvedic Products 21818 43.64 3rd
4 Reasonable Price 22084 44.17 1st
5 Wide Range 21720 43.44 5th
6 Trust 22036 44.07 2nd
7 Brand Ambassador 21471 42.94 6th
8 Brand image 21151 42.30 7th
From Table No. 3, the respondents have ranked the various factors that have
influence the consumers' purchase decision. Compare to other ayurvedic products
the Patanjali ayurvedic product's prices are reasonable. The respondents gave 1st
rank to this factor as the intermediator is not involved in the distribution channel, so
the extra cost has not been incurred due to that the manufacturer can be able to sell
the product at a reasonable price. The consumer has faith and trust in the product,
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they ranked this factor 2nd, Ayurvedic products have ranked 3rd as after consuming
and using this product the consumers realized that products have most of the natural
ingredients and they do not have any side effect. The customer gave Quality factor
4th rank and wide range of product as 5th rank due to an increase in competition
company have to produce a variety of products and due to that, they may not be able
to give more attention to the quality of the products. Brand Ambassador ranked 6th
and brand image ranked 7th. Due to lack of information made available to the
customers and even the company do not make proper awareness about the various
products, consumers are not getting the required information to purchase the product
because of that this factor have ranked last i.e 8th rank.
8. 4 CHI-SQUARE ANALYSIS
H0: There is no association between the demographic profile of the respondents and
the level of customer satisfaction.
H1: There is an association between the demographic profile of the respondents and
the level of customer satisfaction.
Table No. 4: Affiliation Between the Demographic Profile of the Respondents

and the Level of Customer Satisfaction.
Sr. Demographic Chi-Square Table Accepted /
No. profile Value Value Rejected
1. Age 263.280 7.81 Rejected
2. Gender 36.992 3.84 Rejected
3. Locality 34.848 3.84 Rejected
4. Occupation 96.232 11.07 Rejected
5. Income 137.140 9.49 Rejected
6. Marital status 1.800 3.84 Accepted
Source: compile from primary data.
The demographic profile of the respondents such as marital status has no

association with the level of customer satisfaction using Patanjali ayurvedic products,
as table no. 4 indicates that Chi-square value is 1.800 and the table value is 3.84, so
table value is more than the calculated value hence Null hypothesis is accepted.
Another demographic profile of the respondents such as age, gender, locality,
occupation, and income has an association between the level of customer
satisfaction as it is shown that Calculated value is more than table value.
8. 5 ANOVA ANALYSIS
H0: Income does not have a significant impact on spending power.

H1: Income has a significant impact on spending power.
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Table No. 5.1: Income and Spending Power

Sum of Mean
Squares df Square F Sig.
Between 25.001 4 6.250 9.206 .000
Groups
Within 336.077 495 .679
Groups
Total 361.078 499
a: Spending power (dependent variable)
b: Income (independent variable)
The above table No. 5.1 shows the information of income and spending power to
purchase the products. The result revealed that the calculated F value is 9.206, the
p-value is 0.000 and the table value is 2.46. In the above table, table value is less
than the calculated value and the p-value is 0.000 that is below 0.05 at a 5% level of
significance. So alternative hypothesis is accepted hence, income has a significant
impact on spending power.
H0: There is no significant association between gender and the period of using
Patanjali products.
H1: There is a significant association between gender and the period of using
Patanjali products.
Table No. 5.2: Gender and Period of Using Patanjali Products

Sum of Mean
Squares df Square F Sig.
Between 4.645 1 4.645 4.318 .038
Groups
Within 535.777 498 1.076
Groups
Total 540.422 499
a: Period of using Patanjali products (dependent variable)
b: Gender (independent variable)
The above table No. 5.2 reveals the information of gender and period of using
Patanjali products. The result indicates that the calculated F value is 4.318, the p-
value is 0.038 and the table value is 3.94. In the above table calculated value is
more compared to table value and the p-value is 0.038 that is below 0.05 at a 5%
level of significance. So, there is a significant association between gender and the
period of using Patanjali.
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8. 6 CORRELATION ANALYSIS
The factors that influence the consumers to take purchase decisions are calculated
using SPSS software and presented in the below table. The table displays the
correlation values (r-value) of the various factors that influence or affect the buying
decision of the consumers purchasing Patanjali products are highly correlated. It can
be observed that Information availability, quality, ayurvedic products, and reasonable
price have a good positive correlation value, this indicates that Patanjali company is
still performing well in this competitive world. Quality with a wide range, trust, and
brand image has low correlation indicate that a company is providing wider range
quality is suffered and due to that customers are losing the trust, ayurvedic products
and reasonable price has moderate-high r- value indicating compared to other
products the ayurvedic products has very reasonable price and most of the
consumers can easily be able to buy the products. Trust with brand ambassador and
brand image has a very high correlation with r- value (.853) and (.924) that indicates
most of the time company advertise the products with baba Ramdev Ji who tells the
positive impact of the products on the human life as well as while manufacturing the
products they use the natural ingredients that help the company to build the brand
image about the products. The fact shows that being Patanjali is a domestic
company it provides good quality products at a cheaper rate and consumers have
trust in those products.
Table No. 6: Correlation Analysis
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8. 7 REGRESSION ANALYSIS
H0: Customer Satisfaction does not depend on the source of information.

H1: Customer Satisfaction depends on the source of information.
Table No. 7.1: Customer Satisfaction and Source of Information
Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .122a .015 .013 2.889
a. Predictors: (Constant), Source of information

ANOVAa
Sum of Mean
Model Squares df Square F Sig.
1 Regressio 62.731 1 62.731 7.517 .006b
n
Residual 4155.837 498 8.345
Total 4218.568 499
a Dependent Variable: customer satisfaction

b Predictors: (Constant), source of information
Coefficientsa
Standard
Unstandardiz ized 95.0%
ed Coefficie Confidence
Coefficients nts Interval for B
Upper
Std. Lower Boun
Model B Error Beta t Sig. Bound d
1 (Constant) 18.582 .295 63.0 .000 18.004 19.161
95
Source of .185 .067 .122 2.74 .006 .052 .317
information 2
a. Dependent Variable: Customer Satisfaction
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The above Table No. 7.1 gives the value of R and R2. The value of R represents the
simple correlation, and it is 0.122, also the R2 value explains the total variation of the
dependent variable on the independent variable. The table shows that the R 2 value is
0.015 i.e. only 1.5% variability explained by the dependent variable.
One–way Analysis Of Variance (ANOVA) is divided into two components, Between
Groups indicates group means variation and Within Groups indicates individual
score variation. Sig. represent the level of significance of F – test. F – Value is 7.517
and significance level is 0.006 i.e. less than 0.05, this indicate that Customer
Satisfaction depends on the source of information. The coefficient table also gives us
the information regarding the source of information and the regression equation
represent as Source of information = 18.582 + .185 (customer satisfaction).
H0: There is no significant influence of Reasonable Price on Customer Satisfaction.

H1: There is a significant influence of Reasonable Price on Customer Satisfaction.
Table No. 7.2: Reasonable Price and Customer Satisfaction
Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
a
1 .176 .031 .029 2.865
a. Predictors: (Constant), Reasonable Price
ANOVAa
Sum of Mean
Model Squares df Square F Sig.
1 Regression 131.084 1 131.084 15.971 .000b
Residual 4087.484 498 8.208
Total 4218.568 499
b. Predictors: (Constant), Reasonable Price
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Coefficientsa
Standardi
zed 95.0%
Unstandardize Coefficien Confidence
d Coefficients ts Interval for B
Std. Lower Upper
Model B Error Beta t Sig. Bound Bound
1 (Constant) 17.860 .384 46.46 .000 17.105 18.615
5
Reasonable .150 .038 .176 3.996 .000 .076 .224
Price
Table No. 7.2 gives the value of R and R2. R-value is 0.176 and R2 value is 0.031.
The table shows that the R2value is 0.031 i.e. only 3.1% variability explained by the
dependent variable. F – Value is 15.971 and significance level is 0.00 that is less
than 0.05, we accept Alternative Hypothesis that means there is a significant
influence of Reasonable Price on Customer Satisfaction.. The coefficient table also
gives us the information regarding the reasonable price and the regression equation
represent as Reasonable price = 17.860 + .150 (customer satisfaction).
9. FINDING OF THE STUDY
The study focuses on the various factors that influence the consumer’s buying
behaviour towards ayurvedic products a case study of Patanjali products. Research
activity were carried with three objectives, the research was carried out. After doing
data analysis the researcher found that 54.2% of the consumers using the Patanjali
products are youngsters from the age group of 21 – 40 years, compare to male,
female respondents (63.6%) are demanding most of the various ayurvedic products.
63.2% of respondents are from rural areas preferring such ayurvedic products. As far
as occupation is concerned maximum (27.2%) housewife consumers use ayurvedic
products, 53% of respondents using products are married, most of the consumers
(40.8%) income is less than `25,000 and because of price reasonable, they can
easily effort to buy it. (32.6%) consumers get direct information about the Patanjali
products through television and subsequently from friends and relatives,
advertisement on hoardings, ads on print media, social media. The researcher also
found that reasonable price, trust, ayurvedic products have given the highest priority
and are the main factors that have attracted the consumers more to purchase the
Patanjali ayurvedic products, whereas brand image and information availability
factors were ranked last. Chi-square result reveals that demographic profile of the
respondents such as age, gender, locality, occupation, and income have an
association between the level of customer satisfaction. ANOVA result shows that
income has a significant impact on spending power of the respondents, also gender
has a positive relationship with the period of using Patanjali products. From the
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regression analysis, it is found that source of information and reasonable price have
a significant relationship with the level of customer satisfaction.
10. CONCLUSION
Nowadays consumers are very much anxious about their health, they are also aware
of the side effect of consuming allopathic products and due to this for ayurvedic
products demand increasing day by day. Patanjali has made remarkable progress in
the FMCG market over the period. It has replaced many Ayurvedic competitors like
the Himalayas, Dabar, Zandu, and Emami. Ramdev Baba has led to the growth and
success of Patanjali. It must increase its efforts to increase sourcing to maintain a
steady supply of raw materials. Reasonable price, trust, ayurvedic products are the
main factors that have attracted the consumers more to purchase the Patanjali
ayurvedic products. Patanjali has given a cut-throat competition to many marketers
with its extraordinary marketing strategies. Most of the consumers are highly
satisfied with the Patanjali ayurvedic products.
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For Citing this Research Manuscript:

Achut P. Pednekar & Jayesh B. Mayekar, (2021). Factors Influencing Consumers’ Buying Behaviours
towards Ayurvedic Products: A Case Study of Patanjali Products, Xian Shiyou Daxue Xuebao (Ziran
Kexue Ban)/Journal of Xian Shiyou University, Natural Sciences Edition, 64(6).
doi:https://doicatalog.org/19.4101/jxsu.v64i6.1985
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Xi'an Shiyou Daxue Xuebao (Ziran Kexue Ban)/

Journal of Xi'an Shiyou University, Natural Sciences Edition

FACTORS INFLUENCING CONSUMERS’ BUYING BEHAVIOURS

Achut P. Pednekar 1and Jayesh B. Mayekar 2

Keywords: Consumers’, Ayurvedic products, Consumer behaviour, Fast Moving

behavior of consumers because it provides an idea to them why customers will

3. STATEMENT OF THE PROBLEM

4. OBJECTIVES OF THE STUDY

1. To study the impact of demographic profile on purchase of ayurvedic products.

5. HYPOTHESIS OF THE STUDY

1. To study the impact of demographic profile on purchase of ayurvedic

6. SIGNIFICANCE OF THE STUDY

Consumer behaviour refers to the decision process undertaken by the consumer

8. DATA ANALYSIS AND INTERPRETATION

8. 3 GARETT RANKING ANALYSIS

Table No. 4: Affiliation Between the Demographic Profile of the Respondents

The demographic profile of the respondents such as marital status has no

H0: Income does not have a significant impact on spending power.

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Table No. 5.1: Income and Spending Power

Table No. 5.2: Gender and Period of Using Patanjali Products

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Source: compile from primary data

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H0: Customer Satisfaction does not depend on the source of information.

a. Predictors: (Constant), Source of information

a Dependent Variable: customer satisfaction

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H0: There is no significant influence of Reasonable Price on Customer Satisfaction.

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9. FINDING OF THE STUDY

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Chandiraleka E, & Dr. Hamsalakshmi R. (2016). A study on customer awareness

June 2021 | 106

Shinde, P. S., & Anitha, S. V. (2018). A study on customer’ s perception towards

June 2021 | 107

For Citing this Research Manuscript:

June 2021 | 108

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